What are the most important ranking factors?

Google relies on over 200 factors to rank websites, but they’re not all created equal. First and foremost, Google highly values websites with quality, engaging content. This means the content is unique to your website and helpful to users. This is why so many businesses choose to have a blog or “resources” page that they update regularly.

Another principle factor is keyword optimisation. This means your website needs to include the keywords people are most likely to use when searching for topics related to your business. You can find out which keywords you need to optimise for through keyword research. Still, they change constantly, meaning your website needs re-optimised regularly.